2012 Winners & Shortlists

The Brief

To invite VIPs to the launch of the ‘Snow Penguins’ at Ski Dubai and ensure high levels of high profile attendance to ensure PR opportunities are maximised.

Creative Execution

The Ski Dubai communication platform is about doing something different: It is a rallying call to residents of Dubai to break from their routine of brunches, beaches and shopping to try a completely different kind of outing. With ‘Meet someone different’ for the snow penguins, the platform is perfectly extended. We approached the VIP invite from a fresh perspective and just a little irreverence that in itself is true to the brand by inviting VIPs in a different way, to meet someone different.

Describe the creative solution to the brief/objective.

We all know that penguins eat sardines, so to bring the idea to life we repackaged real sardine tins with a premium look and feel for the DM invite in order to have immediate novelty appeal and memorability as well as direct relevance to both the audience and the stars of the show, the penguins. Creative cut-through was essential as VIPs receive many card type invites to events on a monthly basis.

Results

Large amount of interest generated and extensive PR coverage achieved in all the major UAE dailies for the launch